The article examines the concept of «National Park “Stolby”» in the aspect of the theory of linguoimagelogy, which tasks include the study and the development of technologies for creating the image of someone/ something through the use of linguistic means that effectively influence on the creation of a positive image of an object.

The main goal of present research is to model the image of a national park based on the exclusive properties of this object. In the course of the linguo-cognitive analysis of empirical material (publicistic texts about the reserve), the components of the concept under study were identified; a frame-type model was built, providing for the conceptual, pragmatic and evaluative characteristics of the frame slots; the types of estimates that prevail in the texts about the reserve have been determined; the frequency of linguistic means – artistic tropes used in creating a positive image of the object under study has been established.

The identified components of the concept «National Park “Stolby”» were used as the basis for a frame model, which creation made possible to highlight the gaps in the texts about the reserve.

The developed methodology can be applied to the analysis of the image component of other iconic regional objects. The study offers recommendations to improve the image of the national park, which can be taken into account when creating new texts by the management of the reserve and travel agencies.